A trip to the Museum

The TAG Heuer Museum opened its doors in January 2008 to showcase the company’s significant time pieces of the last 150 years. As well as showing off watches, stop-watches and other timing equipment, the Museum also features a 360 degree video display showing some of the iconic images of watches and ambassadors.

The Museum is laid out in three levels to mimic the design of a watch- the “crystal” being the top-level, the middle level being the “hands” (a wall of images and watches that you move around in chronological order) and finally the “dial”, which is made up of nine circular displays at ground level.

The great thing about the Museum is that it covers each part of the brand’s history in equal measure- you’ll find as much space given to the diver watches of the 1980s and 1990s as you will to the vintage Siffert Autavia. It’s not a huge space, but is very well laid out and has a good mix of video, photos and memorabilia to go along with the watches.

Speaking of watches, there are almost 300 time pieces on display at the Museum, which sounds impressive until you realise that there are another 1500 time-pieces in storage. For the last 30 years TH has kept at least one piece of every model produced, in addition to its collection of vintage pieces (including the 7-8 watches bought at the Bonhams auction last December).

This was the second time I had visited the Museum, and while I always like looking through the vintage models, this time I found three watches that I’ve never heard or seen of before- two watches from the 1990s and an unusual quartz watch from 1980.

Highlights

The photo below shows one of the nine circular cases at ground level- this one housing dashboard and other timers. What looks like a cyclops on top of the case is a movable magnifying glass.

As you’d expect, there is plenty of space given to the company’s links with Formula 1. Only two drivers have the honour of having their helmets on display- Lewis Hamilton and Ayrton Senna

One of the Monaco’s actually worn by Steve McQueen is featured in the Museum, accompanied by its certificate of authenticity.

There are several beautiful vintage Carrera’s on display, including this 18K Gold Carrera 1158 which was the watch Jack Heuer gave to each of Ferrari Formula 1 drivers from 1971 to 1979.

In addition to these well-known classics, there were three watches that I hadn’t seen before…. just goes to show that no matter how many hours you spend looking at watches, there are always a few surprises still to be had.

Formula 1 RenaultSport

This Formula 1 Chronograph from 1995 was a special edition made for RenaultSport.

S/el Jo Siffert

While legendary Formula 1 driver Jo Siffert is best known for his links with the Autavia, he also gave his name to this 1996 Limited Edition S/el that features a chequered flag pattern on the right-hand side of the dial.

Heuer “American Express” Quartz

Finally, there is this unusual quartz watch from 1980. This watch was made especially for American Express card holders and was produced to showcase the introduction of the then-new ETA Flatline quartz movements.

Unfortunately the Museum is not open to the public, except for one day each November when it’s opened to the local community in La Chaux-de-Fonds. You can however pay a virtual visit to the Museum on the TAG Heuer website here.

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Wynonie

Great stuff David – enjoy the trip.

5Letters

DC

Thanks for the tour, shame your average punter can't take a look.

Currently in Hanoi, not sure if it's quite the real deal but at the night market there are a few shiny plasticky wristpieces on sale in the 10-12 USD range, no TAGs as yet but I'm sure to find one soon. Not holding my breath on the resale market though.

Quick question… What's the point of this so called museum if no-one can tour it?

DC

Fair point. Unfortunately quite a few museums are like this (I'm thinking of the Formula 1 teams and some car companies). The problem with the TAG Heuer one is that it is right behind the front reception- so I can see why they don't want people coming in and out all day.

Having said that, if you were in town, placed a nice phone call and wore your TAG Heuer, I'd like your chances…

dc

Barbara Restucci

I have a Tag Heuer Regatta diving watch with 5 blue circles on the dial, which turn red, 1 at a time, as air is used. It was purchased sometime in the 80's or early 90's I cannot find a picture of it anywhere. I would like to know, approximately, how much it is worth. Thank you, Barbara Restucci

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